"As 2015 drew to a close two of the UK's biggest commercial broadcasters announced, within days of each other, they were partnering with adtech firms.

ITV Commercial announced it is to begin working with programmatic ad platform RadiumOne to launch Ad Sync+, which will link ITV's broadcast output to RadiumOne's sharing data capability.

The move will allow ITV's television advertisers to reach audiences simultaneously across other devices and online environments with targeted ads.

Here, in Mediatel's exclusive video interview, ITV's group commercial director, Simon Daglish, and RadiumOne's European managing director, Rupert Staines, discuss the partnership - with Daglish revealing that we can "almost certainly" expect similar deals from the UK's largest commercial broadcaster in future.

Likewise, Staines says that it's not just broadcast TV that is making the ad tech leap - with radio, out-of-home and cinema all lining up to take advantage of the combined media approach.

Additionally, we can share an interview with Iceland and the7stars - the first client and agency to utilise ITV's Ad Sync+.

Hear from Iceland's social and digital marketing manager, Andy Thompson, and the7stars' head of strategy, Dino Myers Lamptey, in the short video below as they explain their programmatic priorities for 2016."